Tommy’s asked killer to develop the creative look and feel for a brand new and unique running event in the capital.
The London Landmarks Half Marathon is the first of it’s kind, with the closed road event going through both the City of London and the City of Westminster while taking in the sights of the wider city.
Organised by baby charity Tommy's, but with a whopping 67 different charities involved, it's projected that £14.3m will be raised in the first 3 years alone
Tommy’s invited us to join the process at the early stages, attending research workshops to bring our creative expertise to the development of the event name and messaging.
Once a name had been chosen, Killer developed creative concepts to bring the idea to life. The brief was to showcase the half marathon route, with the city at its heart, and to celebrate London's ‘quirky & hidden’ history. We also needed to ensure the creative would stand out from competitors such as Cancer Research UK’s Winter Run and the Royal Parks Half Marathon.
We demonstrated the creative across a range of channels, including master ads, merchandise, digital ads and signage, then developed a set of guidelines for the in house team to roll out the concepts further.
Advertising launched for the event in early 2017, with a race day on 25th March 2018.
Elements to the campaign
Collaborating with market research provider on nameCreative look and feelExample assetsBrand guidelines
Digital display ads
B2B presentation deck for event partners
50 charity partners are on board, plus 5,000 public places sold out within an incredibly short period of time, with over 70,000 people hitting the registration page the moment it went live at 9.30am.